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http://dx.doi.org/10.21219/jitam.2017.24.2.001

Characteristics of Social Network Service (SNS) on Brand Equity and Consumers' Purchase Intention : Focusing on a Chinese Case  

Kim, Renee B. (International Business, School of Business, Hanyang University)
QINGHONG, GUI (International Business, School of Business, Hanyang University)
Park, Joon Yong (School of Business, Hanyang University)
Publication Information
Journal of Information Technology Applications and Management / v.24, no.2, 2017 , pp. 1-15 More about this Journal
Abstract
Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.
Keywords
Characteristics of SNS; SNS Marketing; Brand Equity and Purchase Intention;
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